Evaluating Web Content Management ROI - Slide 5

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Improved Efficiencies

WCM implementation has noteworthy IT cost benefits with regard to potential hardware consolidation via the cloud. Enterprise-class WCM products’ sophisticated out-of-the-box clustering capabilities make quickly scaling capacity much easier than for organizations relying on outdated WCM solutions or even Web servers serving static HTML content.

To understand how a cloud deployment model can translate to significant financial savings, consider sites that experience seasonal variation in their levels of Web traffic. Tax companies, for example, have more traffic between January and April than between May and December, and media sites will experience peaks in Web traffic based on current events. Using an on-premise only model, companies are forced to manage the hardware, infrastructure and bandwidth associated with supporting peak volume during non-peak periods. With a cloud deployment, companies can throttle these variables up or down based on their actual month-by-month usage. This flexible deployment model enables companies to ramp up server capacity during periods of increased traffic, without having to pay for peak charges during off-peak times.

Companies in a variety of vertical industries are rapidly adopting Web content management (WCM) systems, and every vertical has a unique set of business drivers. Media and entertainment companies turn to WCM for content delivery and monetization (digital advertising, digital video, digital signage, in-game advertising, podcasts, etc.), while global brands are investing in WCM to extend their brands digitally both far and wide (i.e., cross-device/platform, social media, transactional marketing, etc.). Financial services, government, business-to-business (B2B), manufacturers, and healthcare/pharmaceutical companies are also investing heavily in the WCM category.

According to Siteworx, Inc., an interactive agency specializing in WCM and CMS deployment, search and analytics, while there’s still room for significant growth in the category, by all accounts, we’re entering the late-majority phase of WCM adoption. Businesses that fail to seriously consider how a WCM solution can drive business value will soon find themselves at a significant competitive disadvantage.

WCM represents a significant investment, which is why a comprehensive understanding of return on investment (ROI) measurement is vital. Ideally, companies will conduct an initial ROI calculation prior to their first implementation. This calculation can be difficult given the significant unknowns associated with re-engineering business processes and understanding target audience needs. However, an attempt should be made to create a baseline from which to assess future scope and enhancement decisions.

This slideshow features the key areas Siteworx recommends examining when calculating WCM ROI.

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